During this season of house decorating, end-consumers do it with many prospective reasons. The weather is dry. The prices are right. The people are ready to renovate for Tet new beginnings. It’s Thiên thời địa lợi nhân hoà (favourable weather, terrain and people). Especially if they couldn’t have done it in the last 2 years (due to Covid), then it’s high time they live in the moment with Dulux. However, with the paint market Vietnam is mainly driven by retailers & architectures - people who are savvy with professional opinion on paint & home decoration. There is a certain barrier for Dulux to reach end-consumers, who are the main audience of this campaign, and inspire them to decorate their homes & choose Dulux while most of them don’t know where to start. People can envision their dream homes, but cannot visualize it. This taps in the most important part of the consumer journey: Awareness & Inspiration for a paint brand to insert presence & ultimately increase spontaneous awareness. Later on, consumer can assert influence retailers & architectures to choose Dulux as top paint brand.

This is when we realized the recent hype of AI (artificial intelligence) might help us after all. It's the idea of users creating prompts with Dulux 2023 colour collections to visualize their dream homes, into a trending platform, Midjourney. Thanks to this collaboration, millions can visualize their perfect house with inspirational ColourFutures in the style that they want, giving them the freedom to create without much hassle or error. So that we can help them create a picture they’ve always wanted to truly “Live in the moment". Hence, their dreams are powered by Dulux & AI. In order to start the dreams, we needed to inspire people with the idea “Live in the moment” first. Launching stories: We launched 4 key visuals with 4 KOLs, each representing their own aspirational home & their idea of Live in the moment with Dulux. This gives consumers a sense of what it feels like to live in a dream home, powered by personal inspirations. Contest kick-off: Now, it’s the consumer’s turn to Live in the moment as we officially announced a social contest where they can paint AI dreams with Dulux ColourFutures 2023. The results were shared directly to consumers for personal archive.

For the launching stories, we gather KOLs to demonstrate how they Live in the moment: An architect couple with wellness & familial bondings in Tet. A psychologist mom with her child in nurturing moments. A realtor expert with his penchant for the green sceneries. Next, Dulux's fanpage kicked off a social contest where they can paint AI dreams. Just comment #Dulux with one colour collection (from Dulux ColourFutures 2023, plus the type & style of space you want painted, along with some furniture you can imagine. Voila, your AI dream is visualized with Dulux. It sounds simple, but it took much groundwork to test & learn the AI, then generate a beautiful outcome with Dulux imprints for every consumer who joined. Incorporating many KOLs & home-loving communities, we were able to amplify the contest & show many beautiful outcomes of Dulux x AI creations, resulting in thousands of user submissions.

An innovative campaign generated innovation & disruptive results: Among participants, 1,350 people joined in on the contest. Across media, 49,350 engagements from KOLs & home-loving communities. 140 million impressions of Dulux living in the moment. 86 PR articles buzzing about the way we painted AI dreams. And last but not least, sales achieved 160% as compared to last year. With Dulux, our consumers will always be empowered to paint their own dreams! Let’s colour!